Interview with Ekaterina Pine from Canada
August 11, 2023
Interview with Yanming Chen from United States
August 14, 2023
Creating a sensitive commercial video is undoubtedly a challenging task, but skillfully capturing its essence and ensuring a positive impact on the audience is a complex art, exemplified by Faktory's adept demonstration of their understanding in oncology for Intermountain Healthcare.
In 2020, at the peak of the pandemic, "Moments" was created. Intermountain Healthcare aimed to maintain its focus on oncology care and ensure it stayed prominent in people's minds for non-COVID-related treatments. To reduce hospital foot traffic, a campaign was devised, leading Faktory to venture outside the facility. Faktory crafted a captivating narrative by constructing distinctive colored sets, effectively conveying the intended message. The team prioritized COVID testing and implemented stringent safety protocols to ensure a secure environment on the set.
Oncology is the branch of medicine that deals with the prevention, diagnosis and treatment of cancer. It is a specialized field focused on studying and managing various types of cancer. Oncologists play a critical role in cancer care, from diagnosing the disease through various imaging and laboratory tests to developing individualized treatment plans and providing ongoing support to patients during their journey with cancer.
Producing a video a sensitive commercial is certainly no easy feat but successfully capturing its essence and ensuring that it affects the audience positively is certainly a tricky skill to master which Faktory happily demonstrated their understanding. They demonstrated empathy and compassion towards individuals affected by cancer, fostering a deep emotional connection with the audience. It shows that Faktory and Intermountain Healthcare understands their struggles, fears, and challenges, creating a sense of trust and support. The commercial highlights the importance of a patient-centered approach in oncology care. It puts the needs and well-being of patients at the forefront, reflecting both brands’s commitment to their holistic health. By addressing the topic openly and compassionately, the commercial encourages open discussions, raising awareness, and promoting a supportive environment for those battling the disease.
Delivering a sensitive commercial that effectively communicates a message requires careful consideration of various elements and visuals, particularly colors play a crucial role in this process. Colors have the remarkable ability to evoke emotions, trigger memories and create associations which makes them powerful tools for conveying complex messages where words might fall short. In a health commercial produced by Faktory, the audience witnesses a spectrum of emotions ranging from sadness to happiness, artfully depicted through the skilful use of different colors.
The strategic inclusion of the color blue in the commercial powerfully portrays the protagonists’ sudden sorrow when she receives the heart-wrenching news of her cancer diagnosis from the doctor. Additionally, the color purple, symbolizing mystery becomes evident as she undergoes IV treatment, reflecting her uncertaingty and the foreignness of the experience. As she breathes deeply, attempting to calm herself, the mysterious nature of the situation becomes apparent. Finally, a bright shade of yellow, signifying happiness is observed on her face, as her radiant smile reflects her acceptance and hopeful outlook towards her treatment. The use of creative colors in this sensitive commercial adeptly conveys a range of emotions, crafting a compelling narrative that deeply resonates with the audience.
Page & Page and Partners joined hands with Novartis in bringing about a conversation on The Uninvited.
